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Change one word, DOUBLE your conversion rate!

posted by clicktale 11:25 AM

Friday, May 28, 2010

Applying Form Analytics to our own signup form

A few months ago, we announced that we’d be using ClickTale on our own website to create the ultimate case study.Today, we’ll be showing you a quick and simple trick we found that doubled our signup conversion rate, and took us about a minute to do!

When we first created our signup form for the new site, it looked like this:

As you can see, it’s short and to the point. The first four fields, where we asked for the customer’s name, email and password, were all mandatory. This was indicated by the purple asterisks. The fifth field however, asking for the customers phone number was optional and therefore had no asterisk.

We used our own Form Analytics, and saw the following Conversion Report:

Now 42% is quite good, and we were reasonably happy. But this number alone is what any decent web analytics should be able to tell you, and was not enough for us. As ClickTale customers know, our unique advantage is the ability to see what was going on inside the form itself! Looking again at the Report above, we can see the following:

39% of our visitors started to fill in the form but never completed it!! That means these customers dropped out half way through the form itself. And using our Drop Report, wewere able to see where they dropped out:

This report clearly shows us that people were dropping out in the fifth field, when we asked them for their phone number. Even though the question did not have an asterisk next to it, and was optional, potential customers felt uncomfortable with it and left the page instead of signing up.

Can we fix it? Yes we can!

We added one small word, “optional” to the end of the line:

And bang! Overnight, our conversion rate doubled!

What’s more, if we look at our Blank Field Report, we can see that over half of our successfully singed-up customers now left this field blank:

This is a perfect example of how small tweaks and changes are able to have a massive impact on your conversion rates. But in order to fix these problems, you have to be able to find them!

Try it yourself

Our Form Analytics suite, including the Conversion Report, Drop Report, Time Report, Blank Field Report and Refill Report are available to all our customers. Sign up today and start learning how to optimize your website based on your customers’ actual behavior. Start increasing your conversion rates, minimizing your form abandonment, and maximizing your profits.

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